Spanish baker Panrico has unveiled the EUR2m (US$3.1m) launch of a range of functional breads.

The company starts its TV push behind Panrico Senzial today (15 May) in a bid to convince consumers to switch to its "100% natural fibre" bread.

Panrico Senzial is produced at two of the company's sites in Spain and will go on sale in its domestic market and across the border in Portugal.

The company, one of Spain's largest bakers, is owned by private equity firm Apax Partners.